Your web site homepage is your organization’s first impression for many clients, and first impressions are all the pieces. Your touchdown web page must make a killer first impression to encourage potential clients to stay round and have interaction.
On this information, I’ll share some finest practices for homepage design together with sensible homepage design examples which have carried out these practices.
Desk of Contents
Homepage Design Finest Practices
Via trial and error (and a complete lot of website analytics), I’ve developed a set of homepage design finest practices that persistently ship outcomes. These practices have helped me create homepages that aren’t solely attention-grabbing but in addition compel motion and depart a long-lasting impression on guests.
Let’s dive in.
1. Inform them who you’re and what you do.
Don’t depart web site guests guessing. Introduce your model and mission above the fold.
I often begin by crafting a punchy headline that captures my brand’s identity and objective. Preserve it quick, not more than eight phrases. TL;DR and quick consideration spans rule the web, so longer headlines get skimmed over.
If I want extra message room, I’ll add a subheading with my model’s key advantages.
I’ll additionally embody high-quality visuals like movies, photos, or animations to strengthen my model messaging and seize consideration.
Professional tip: Free visuals are sometimes overused.
Free visuals are at all times tempting, however relying closely on them can result in a cookie-cutter look in your web site. Create distinctive visuals to extend your model memorability.
2. Write like your audience.
Your homepage needs to be laser-focused, participating, and converse to your audience in a method that makes them snug.
Analysis is my secret weapon on this case. I analysis my target audience’s behaviors, preferences, wants, and challenges. These findings information the language and tone I take advantage of in my homepage parts. My objective is to talk in phrases they use each day and keep away from complicated them with technical jargon.
Professional tip: Don’t go too informal.
Whereas making viewers really feel snug, it’s additionally necessary to create belief by means of your phrasing, so watch out to not use an excessive amount of slang.
3. Use design to showcase your distinctive promoting proposition.
Your homepage should clarify your unique selling proposition (USP). I begin by asking myself what makes my merchandise, providers, and model distinctive. Then, I ask why they’re superior to my competitors.
Your design parts ought to prominently show that message, whether or not as a part of your headline and subheading or constructed into your hero picture. Your message ought to focus consideration on the USP.
For instance, at HubSpot, our USP is completely captured in our subheading: “Seamlessly join your information, groups, and clients on one AI-powered buyer platform that grows with your enterprise.”
I additionally assist my USP with different secondary parts, together with:
- Taglines, bullet factors, or a brief paragraph highlighting my product’s main options and advantages.
- Visuals of my merchandise in motion.
- Social proof like buyer testimonies, consumer logos, and case research.
Professional tip: Use coloration or animation.
Think about contrasting colours in your palette or easy animations to focus consideration in your USP.
4. Optimize your webpage for a number of units.
In immediately’s mobile-first world, a lot of your web site site visitors will come from smartphones or tablets. In reality, as of 2024, cell units account for 67.3% of website traffic.
I at all times plan for cell responsiveness as a part of each homepage. These three factors are the cornerstone of my course of to optimize a homepage for multiple devices.
- I take advantage of a responsive design that robotically adjusts the structure to suit the display of any machine.
- I prioritize cell usability, so I take advantage of clear and concise navigation bars and menus, giant tap-friendly buttons, and bigger font-size textual content.
- I keep away from parts like flash banners, cumbersome animations, and pop-ups that may overload cell screens, gradual web page loading instances, and trigger larger bounce charges.
Avoiding slowing your web page is very necessary. Paige Arnof-Fenn, founder and CEO of selling community Experts & Moguls, says in case your web site doesn’t load in 3 seconds or much less, “your customers will go some place else, and the chance can be misplaced.”
Professional tip: Mute sounds by default.
Mute any sounds in your web site because the default to keep away from blasting cell customers with surprising loud music. In the event that they’re in an area the place sound doesn’t matter, they’ll faucet to show sounds again on.
5. Embrace a number of calls-to-action (CTAs).
Your homepage also needs to be designed to drive motion. Utilizing a number of calls to action (CTAs) improves these outcomes.
CTAs inform my web site guests what I need them to do subsequent, whether or not it’s signing up for a free trial, exploring a particular product class, downloading a precious useful resource, or contacting your gross sales staff. They’re the bridge between curiosity and conversion.
Right here’s what I do to maximise the effectiveness of my CTAs.
- I place them prominently on the homepage, with the primary one simply seen with out scrolling.
- I take advantage of design parts like contrasting colours or photos to make them stand out.
- I take advantage of robust verbs and action-oriented language to compel motion. Verbs like get, begin, be a part of, and uncover are highly effective as a result of they convey each motion and consequence.
Professional tip: Don’t go overboard.
Don’t overload your homepage with too many CTAs. Think about one or two per part of your homepage. The objective is for them to be straightforward to seek out, not overpowering.
6. Keep on model.
Your homepage ought to unmistakably replicate your model’s model, creating a robust, cohesive identification that guests acknowledge and keep in mind.
For me, that entails:
- Prominently putting my model’s emblem on the homepage and header.
- Utilizing my model’s coloration palette.
- Utilizing typography that aligns with my model’s identification and magnificence information.
- Matching phrasing and grammar to my model’s voice.
Professional tip: Take inspiration from packaging.
In case your model already has robust product packaging or on-site branding, use these designs as a basis to construct your homepage.
7. Preserve your web site dynamic.
The simplest homepages evolve commonly to fulfill the altering wants, issues, and questions of their guests.
I commonly replace my homepage content material to replicate present occasions, seasonal modifications, rising design traits, and particular promotions. As an illustration, adjusting featured product web page callouts throughout the 12 months will hold your homepage contemporary and related to guests’ pursuits.
I additionally use A/B testing to match the effectiveness of various variations of my homepage parts (headlines, CTAs, visuals, and layouts).
Lastly, I take advantage of dynamic content that robotically modifications based mostly on customer information. For instance, my web site can use location information to replace forex settings and pricing.
Professional tip: Use change with objective.
Don’t change parts simply because a sure period of time has handed. Every replace ought to present worth to guests.
6. Make it accessible.
Your homepage must be accessible to each customer to make sure a easy and optimistic expertise, which is essential for constructing belief. The primary accessibility options to think about are different textual content for photos (alt textual content), keyboard-only navigation, resizable textual content, coloration distinction, and closed captions for movies.
Many homepage design templates embody a few of these options (particularly useful to small companies), however I at all times test native, state, and federal guidelines to verify I embody all the pieces that’s required.
Professional tip: Get skilled assist.
Try HubSpot’s web accessibility guide for extra on methods to create accessible web sites.
Good Homepage Examples To Encourage You
I’ve shared my private finest web site homepage design practices. Now, let’s check out a number of the finest real-world homepage examples that put these finest practices into motion.
1. HubSpot
There may be a little bit of bias right here because it’s our web site, however HubSpot is likely one of the finest examples of excellent homepage design.
The clear and concise headline instantly catches my eye by telling me the way it might help my enterprise, and the subheading explains the precise advantages.
But it surely’s not nearly telling me what it does — HubSpot additionally needs me to have interaction. So, instantly after the headline, it contains two outstanding CTAs encouraging me to take the subsequent step whereas reassuring me there’s no price to strive it out.
What we love: I really like how the homepage cleverly makes use of figures and statistics to point out the vastness of HubSpot’s group. This helps assist its USP and core worth proposition and builds belief by means of social proof.
2. Dropbox
The very first thing that grabs my consideration on Dropbox’s homepage is the social proof headline that doubles as a name to motion. It’s instantly inviting me to hitch its tribe of over 700 million customers who already belief Dropbox.
The supporting visuals and replica are additionally spot-on, with a traditional minimalist really feel that doesn’t distract from the messaging. Moreover, an animation showcasing Dropbox in motion gives a dynamic and fascinating demonstration of its performance.
What we love: I really like that Dropbox describes completely different use circumstances all through the homepage. Serving to guests relate to the instruments on a extra granular stage improves the percentages of a conversion.
3. A24 Films
A24 Movies takes a singular method to its homepage engagement, which works fairly fantastically. As an alternative of a text-heavy structure that I usually encounter on different web sites, the homepage solely options promos for its new movies above the fold.
It is a nice technique for grabbing guests’ consideration — in actual fact, after I landed on the web site, I clicked by means of and watched a number of earlier than remembering I used to be purported to be reviewing the web page.
What we love: This homepage instance showcases one of the best of easy design. I really like how each merchandise on the homepage is a full-screen part as you scroll down — with only one picture and a big textual content hyperlink.
4. FreshBooks
FreshBooks accounting software program primarily targets small and medium-sized companies. The web site’s homepage instantly outlines its options so I can rapidly perceive what I stand to realize by attempting it out.
There’s additionally a fantastic use of distinction and positioning with its main calls-to-action (“Strive It Free” and “BUY NOW & SAVE”).
What we love: I really like FreshBooks’ use of social proof. The homepage contains buyer testimonials to point out real-world success, plus star rankings from third-party websites to construct belief and credibility.
As Garry West, director at Imagefix, a design and digital advertising company, says, social proof tells potential clients and guests that an organization “is not simply making guarantees — it delivers for others like them.”
5. Omsom
Omsom is a good homepage instance of speaking to their viewers’s stomachs. Its homepage incorporates a delicious meal that makes me hungry simply it. And the headline, “Actual Asian Flavors in Minutes,” lets me know I might have an identical plate on my desk in minutes.
As I scroll down, the homepage dives deeper into how the product works, addressing any potential skepticism I may need and providing extra CTAs to strive for conversions.
What we love: I really like that the hero part of the web site options glowing buyer critiques and a free transport supply. This helps construct social proof and motivates me to take motion.
6. Pixelgrade
Pixelgrade is one other strong instance of a easy however efficient design. There aren’t any overwhelming menus or jargon — only a clear, daring title that tells me the corporate’s major providing (easy WordPress themes) and a subtitle that hints on the stunning potentialities of taking them up on its supply.
However what actually bought me was the best way the web page builds belief. As I scroll down, Pixelgrade showcases three causes I ought to select it, and an actual testimonial from a contented buyer backs up every purpose. Social proof like that makes an enormous distinction.
What we love: The easy design and the colour mixture that makes the above-the-fold CTA stand out is fantastically achieved.
7. Etoro
eToro is an investing platform for buying and selling securities, together with shares and crypto, which the homepage coloration scheme and magnificence displays effectively.
The homepage instantly welcomes me with a intelligent headline: “FRIENDLY PLATFORM, SERIOUS INVESTORS.” This headline conveys to me that eToro is accessible and simple to make use of for brand spanking new buyers but in addition possesses the depth and breadth wanted for seasoned buyers.
The homepage additionally completely leverages social proof. It cleverly weaves within the complete variety of customers (30 million) within the subheadline. That’s an enormous confidence booster for any customer. Plus, the spectacular 4.2-star Trustpilot ranking proper beneath provides one other layer of belief.
What we love: I really like the usage of the colour inexperienced for its calls to motion. Inexperienced is commonly linked to development, prosperity, and monetary well-being, which works effectively with eToro’s objective of empowering clients to realize their monetary objectives and construct wealth.
8. Chipotle
Chipotle’s homepage is all about visible persuasion. The above-the-fold imagery features a close-up video of the featured meals, plus high-resolution photos that showcase the well-known restaurant’s signature dishes in all their glory. Anticipating the wants of most of their web site guests, Chipotle contains outstanding CTAs for locating a location or ordering on-line.
The web page design is clear and uncluttered, guaranteeing a easy consumer expertise and protecting the main focus squarely on the scrumptious meals.
What we love: The meals movies are fascinating and make me hungry simply by them.
9. Grammarly
Since Grammarly is a widely known model, it could afford to make use of its homepage to advertise one in every of its latest options: an AI writing assistant. The headline and the subheadline instantly promote me on the brand new characteristic’s profit — serving to my writing and, by extension, my status shine by means of the ability of accountable AI.
The design displays that Grammarly is all about writing and textual content, with the one visuals being CTAs, an animation instance, and logos for social proof.
What we love: To assist its core worth proposition, the web page has an animation on the left aspect that gives guests with a glimpse of how the brand new Grammarly characteristic works as quickly as they land on the web page.
10. eWedding
For engaged {couples} planning their massive day, eWedding is a good platform for constructing customized wedding ceremony web sites. The homepage is straightforward and clear and solely contains the mandatory parts to get you began. It options nice product visuals, a strong headline, and a simple CTA that guarantees to make wedding ceremony planning simpler.
However eWedding additionally understands that finances is a serious concern and ache level if I am planning a marriage. So, to handle this concern, the web site has a price calculator that helps me estimate how a lot I might save on RSVP, a money registry, and a customized web site.
What we love: A counter of the variety of wedding ceremony web sites constructed utilizing eWedding (over 912,000) is a good use of social proof.
11. Spotify
Spotify epitomizes much less is extra. Its homepage instantly greets me with a easy worth proposition and CTA — get the music and podcasts I need free of charge. Under the fold, every part reinforces that idea with a daring design and minimal textual content and follows up with one other CTA.
What we love: I really like that Spotify’s homepage integrates customer support by together with a brief FAQ answering the most typical questions new customers will doubtless have instantly after signing up.
12. Colorsmith
Colorsmith’s main headline instantly tells me what the web site is about, and the background visuals assist the message by exhibiting males utilizing Colorsmith. It is relatable and helps the audience image themselves utilizing the product.
Under the fold, Colorsmith follows up with particulars on how the method works and focuses on how every consumer will get customized coloration formulations for an ideal match.
What we love: I really like the location of the “Craft My Coloration” CTA at completely different spots on the homepage. Irrespective of the place I scroll, the CTA is at all times close by to take me to the subsequent stage.
13. Melyssa Griffin
Melyssa Griffin’s web site homepage showcases each her experience and persona.
It incorporates a quick looping GIF of her chair dancing that evokes enjoyable and liveliness to drive residence the concept she’s an actual particular person and never a random faceless entity. The design itself is vivid and cheerful however not overwhelming.
What we love: I really like the inclusion of a quick quiz as an interactive aspect. It is a win-win for everybody — guests study their cash administration archetype whereas Melyssa generates leads.
14. Nine Lives Foundation
9 Lives Basis makes use of empowering textual content and emotional photos to attach with guests. By utilizing a refined parallax impact to create a way of motion with out the necessity for bigger video recordsdata, they assist enhance their web site velocity whereas protecting a way of movement.
Getting and giving assistance is made straightforward, too. A well-laid-out checklist of providers and methods volunteers might help lives slightly below the fold.
What we love: I really like that 9 Lives addresses giving AND getting assistance on the identical web page with well-organized CTAs.
15. Digiday
Digiday makes use of conventional newsprint model and takes it into the longer term with a well-planned structure, creating the digital equal of a newspaper entrance web page. Digiday offers readers a cushty expertise and encourages clickthroughs by constructing on a well-recognized format.
What we love: I really like how Digiday makes use of easy and uncluttered formatting to current a whole lot of information on one display.
16. Asana
Asana’s headline is an consideration grabber, and the subheading explains the precise worth proposition. Collectively, the 2 rapidly talk the core performance and advantages of utilizing Asana.
The homepage would not waste any time attempting to get a conversion, both. Two outstanding CTAs, “Get Began” and “See the way it works,” sit proper beneath the primary headline, making it clear what they need me to do subsequent.
What we love: Asana leverages social proof exceptionally effectively. They hold my consideration as I begin to scroll by stating that 85% of Fortune 100 firms use their software program. They then embody logos for a number of the best-known manufacturers.
17. Evernote
Evernote’s homepage will really feel like a beacon of hope in case your desk is a warzone of sticky notes like mine. The headline “Tame your work, manage your schedule” is sufficient to make me need to strive it instantly.
The design stays true to the promise of group with a easy structure and graphics. The CTA, with its vivid inexperienced coloration in opposition to the white area, is not possible to overlook as effectively.
What we love: The first visible is a picture of Evernote in motion. I can nearly see my very own to-do lists and notes neatly organized throughout the app. It is a highly effective picture that fuels a need to get began and expertise that group firsthand.
18. Telerik by Progress
Telerik’s web site pops with daring colours, enjoyable designs, and videography that creates a Google-like vibe.
A easy headline tells me its core worth proposition, and the remainder of the homepage backs that up with a easy, high-level overview of its main product choices. Plus, a scroll-triggered animation retains the homepage participating as you scroll.
What we love: I really like that regardless that this can be a tech-based platform, the copy is refreshingly light-weight and simple to learn.
19. Basecamp
Basecamp’s homepage speaks on to the wants of overwhelmed challenge managers, its main audience. All the pieces on the homepage is designed to nudge you in the direction of their main resolution — a central hub for managing completely different initiatives.
The graphic echoes the tagline message, there’s a video demo embedded on the web page, screenshots of the software program, and the web page is organized to move naturally as questions are raised and answered.
What we love: I really like that the web page is organized to boost and reply questions in a logical order to information the viewers by means of the gross sales funnel.
20. charity: water
This homepage empowers guests to deal with an enormous objective: clear water. The charity: water homepage instantly tells guests they’ll make a distinction, with a cost portal on the prime of the web page.
Visuals, artistic copywriting, and interactive internet design work collectively to have interaction guests and encourage motion. The charity additionally makes use of personalization to point out a distinct follow-up homepage to repeat guests.
What we love: I really like the usage of personalization to assist comply with up with repeat guests who may nonetheless have to donate.
21. TechValidate
TechValidate’s product is managing social proof they usually lean into that by incorporating their very own social proof all through the homepage.
This homepage can also be fantastically designed, making use of white area and contrasting colours that draw your eye to crucial parts.
What we love: I really like that the product’s video is entrance and middle, making it easy for potential clients to study extra.
22. Medium
Medium’s homepage is one other sensible instance of much less is extra. It makes use of easy messaging on a daring background that communicates what the model is all about and the important thing worth proposition.
That is adopted by a outstanding and action-oriented CTA that invitations me to take the subsequent step. BY minimizing messaging, they lean into their “Keep curious” headline and create curiosity to drive clickthroughs.
What we love: I really like the daring yellow coloration, which instantly grabs consideration, and the contrasting black textual content for optimum readability.
23. Kind Snacks
Variety Snacks makes use of daring colours and product pictures to drive ecommerce. Whereas their homepage modifications steadily to remain dynamic, it’s at all times centered on conversion, with CTAs for procuring prominently displayed.
What I really like: Variety Snacks speaks on to its audience and retains the web page contemporary with frequent updates to concentrate on completely different merchandise.
24. Ahrefs
Ahrefs presents instruments that may assist groups enhance their SEO. The design of Ahrefs’ homepage is clear and trendy however quirky and begins with a fast pixel-style loading animation.
Transient descriptions of every device slightly below the fold with screenshots present a fast overview of their options, making it straightforward for me to grasp the vary of capabilities without having to navigate away from the house web page.
What I really like: I really like the digital retro theme of the web page. It is eye-catching and provides an approachability to the corporate. I additionally just like the dynamic counter that shows the variety of new Ahrefs accounts created prior to now week.
25. Happy Money
Pleased Cash’s homepage grabs my consideration with a optimistic and emotionally charged message that guarantees you gained’t be simply one other quantity with the corporate. The colour scheme and graphics play into this humanized really feel to drive residence the thought of belief and approachability.
Under the fold is effectively organized to maintain guests scrolling by answering questions and offering extra encouragement with social proof.
What we love: I really like how coloration and magnificence work collectively to strengthen the messaging.
26. Headspace
Headspace’s homepage works to create connections with second-person language and advantages featured prominently. A smooth coloration palette, ample white area, and a minimalist aesthetic mirror the psychological readability and leisure the app promotes.
CTAs, are strategically sprinkled all through the homepage, gently nudging me to discover the platform additional.
What we love: I really like that the homepage contains quick, guided meditations you possibly can strive straight away with none signup so as to add worth for guests.
27. Tesla
Tesla’s is a daring homepage instance. The design is all about letting its merchandise converse for themselves. It is totally product-focused, that includes breathtaking visuals of Tesla autos in motion.
This focus is deliberate. Tesla is aware of their vehicles are assertion items, and there’s no have to litter the message with intensive promotional textual content. It’s an ideal instance of a model completely understanding its USP.
What we love: I really like the inclusion of clear and concise CTAs and visuals that immediate me to seamlessly transition from admiration to motion.
28. Thrive Market
The Thrive Market is one other instance of an internet site that will get straight to the purpose. The homepage instantly asks me a query, encouraging quick engagement and shifting me one step nearer to conversion.
The web page options vibrant photos of healthful meals and pure merchandise with clear, easy textual content promising you don’t have to interrupt the financial institution to eat effectively.
What we love: I really like that Thrive Market retains it fascinating with their name to motion buttons. As an alternative of utilizing a generic “Purchase Now” they get a bit cheeky with phrases like “I like overpaying.”
29. Angi
The minute I land on Angi’s homepage, I can instantly inform what the corporate is all about. It is a fantastic homepage instance of a core worth proposition and name to motion rolled into one with an instantly accessible search bar and fast hyperlink buttons.
No have to wander by means of menus or completely different internet pages — I can bounce proper to the service I want from the homepage.
What I really like: The homepage design is clear, purposeful, and conversion-focused with out the necessity to scroll or go to different pages.
30. Security.org
Safety.org positions itself as the last word useful resource for all issues DIY digital safety. The homepage encourages guests to do it themselves with Safety.org’s assist.
As well as, the web page employs a transparent, uncluttered structure with ample white area across the textual content and between parts. This ensures all the pieces is simple to learn and discover.
What we love: I really like how Safety.org additionally strategically leverages social proof. Displaying logos of stories shops that lined the corporate, like Forbes, Wired, and ABC, alongside a point out of their spectacular 10 million+ YouTube views, builds belief and establishes the platform’s credibility.
31. Carmax
Taylor Shanklin, CEO and founding father of Barlele, a branding technique and internet design company, says when designing a homepage, you need to begin by creating a transparent checklist of issues your audience has and the options you supply for these issues.
“After you have that actually effectively outlined, it’s simpler to design the web site interplay journey in a approach that rapidly and clearly communicates how you’re the finest firm to supply an answer to their downside.”
Carmax nails that idea and instantly addresses two of my greatest issues as a used automobile purchaser: hidden prices and the standard of the automobile they’re shopping for.
What we love: I really like the optimistic outlook of the visuals supporting the navigation cues that information me to numerous service areas, together with automobile shopping for, promoting, and financing choices.
32. Adobe Portfolio
Adobe is synonymous with artistic software program for audio and visible mediums, and the corporate leans on its status as its personal proof of high quality for Artistic Cloud.
A daring headline, “Stunning Portfolio Web sites,” and a subheading, “Free with Artistic Cloud,” instantly talk the primary advantages, and background visuals present all kinds of instance portfolios.
What we love: I really like that the homepage incorporates a curated choice of challenge examples to point out the standard and variety of portfolios I can create on the platform.
Construct a Nice Homepage for Your Model
Within the phrases of Garry West, a “nice homepage design is sort of a excellent handshake – it is robust, assured, and leaves a long-lasting optimistic impression.”
It’s price investing effort and time into getting your homepage proper. My private finest homepage design practices and these inspirational web site web page examples are nice locations to begin gathering concepts to create a standout homepage on your model. Who is aware of, maybe your model would be the subsequent addition to our sensible homepage examples checklist.